Final Project-David Ogilvy

8/10/2019 Final Project-David Ogilvy

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R. Marie Andrews, Brandon Herring, Howie Leibach,

Ariel Mannie, Jared Tame

Fall 10

David Ogilvy (Group #1)


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Table of Contents

Executive Summary ................................................................................................................. 3

Societal and Industrial Context............................................................................................ 7

Agency Biography ..................................................................................................................... 8

Individual Biography ............................................................................................................ 10

Signature Advertising Campaigns.................................................................................... 12

Historical Significance/Contributions ........................................................................... 13

Philosophically Remodeled Ad Campaign .................................................................... 14

Bibliography ............................................................................................................................ 23


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Executive Summary

Agency Biography

The agency biography starts out by looking at the company founders. David

Ogilvy founded the agency as a single founder with no clients and no partners. He

had a few key staff that helped him starting out.

We then begin with a search into the agencys philosophy. We find that a

significant amount of philosophy from the agency comes from David Ogilvy himself.

His experience as a chef helped him develop a very strong work ethic that translated

down the hierarchy of employment from the executive upper management to the

creatives and account planners. We learn that David Ogilvys entire purpose is to

create advertising that sells, which powers everything his agency does. If his

advertising doesnt sell the product, there is no point in advertising to begin with.

Ogilvy also wrote a book that depicts his personal work ethic, it impressively sold

600,000 copies in 11 different languages and was heralded as one of the most

authoritative books on advertising by agency execs.

The campaigns Ogilvys agency created were significant and reflected the

agencys desire to create continuing stories. The Man in the Hathaway Suit is just

one example of this. Ogilvys strong work ethic and morals lead them to generate

accounts with some of the largest companies, including American Express, Sears,

Ford, IBM, and Nestle. Some of the largest brands today have their roots in the

advertising campaigns of Ogilvy & Mather.


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Societal and Industrial Context

Throughout the reign of David Ogilvy, we see great periods of transition in

America, and a reflection of this change directly correlate to the cultural time

periods. In the 1940s, the United States emerged from WWII with a newly refined

spirit. Out of a recession and back from battle, a post war boom emerged with the

attitude to settle into new life, and to consume to achieve this happiness. Major

changes in advertising saw a shift away from product features towards product

images and personality. Entering into the 50s, suburbia andconformity allowed for

hyper-consumerism to keep up with ones neighbor. Entering into the creative

revolution of the 1960s, viewers became increasingly skeptical towards

government and big business. To combat this, ad agencies were more open-minded

and unique in their approaches to the target the consumer. The average buyer was

now younger, and new ad minds entered the agency world for the first time ever,

with the hiring of Jews, Italians, and Greeks instead of the commonly accepted

stereotype of the Ivy League WASP. Advertising was becoming more accessible than

ever, and not a gentlemans club where only the rich and privileged had a say in

the matter.

Individual Biography

The individual biography of David Ogilvy was also viewed. He has ventured

into various occupations along his journey to becoming an influential icon in

advertising. As his bio is revealed, future advertisers will be able to capture the true

essence of what Ogilvy represented. His entry into advertising highlights the many

successes he has accomplished in the field of advertising. Ogilvys marketing style


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involves a concept of research methods that he believes will provide a better

connection with consumers. His intensive research style has created a format that

many advertisers follow today. The scope of his impact on this industry, roles in

advertising, and interest beyond advertising will allow for the understanding of his

strategic styles. The history of Ogilvys path through advertising best describes his

unique process to reach better feats in advertising. Though he is currently not with

us anymore, his legacy will live on through his past books and campaigns.

Signature Advertising Campaigns

David Ogilvys advertising philosophy as well as his signature and major

advertising campaigns are very significant in influencing advertisers. David Ogilvy

was one of the central people who pioneered advertising agencies as well as great

ads and campaigns. In his book, Confessions of an Advertising Man, he clearly

outline a set of rules depicting his advertising philosophy as well as rules to run an

effective agency. The main principle behind his advertising philosophy was to treat

customers like friends to establish a relationship with them. He stated to give clients

facts and not try to manipulate them. He aimed to treat people well while being

honest and sincere.

Another thing he mentions in his book was to be original, as well as engaging

and not boring. He stresses that in order to produce great ads, you have to have

something that is interesting that will keep the viewer engaged and interested. He

even mentions as one of his rules that you should produce ads that you would want

your family to read. Also some of his major campaigns were another section that I

researched. Though he had several famed advertisements, his most well-known


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advertisement was The Man in the Hathaway Shirt.This ad contained Ogilvys

famous image and copy as well as a continuing story. He featured the mysterious

man who had several different adventures throughout his campaign. This

advertisement had a massive impact and is still being used today as an example for

other ads.

Historical Significance/Contributions

David Ogilvy made a significant impact on advertising practices, methods and

styles that led him to be impact many individuals. With the start of his agency Ogilvy

desired to build upon honesty. He understood the focus of advertising was to sell

and that in order to reach the consumer, you had to be sensitive to the consumer. He

also established himself as an ethical man and placed great pride in his work. As

Ogilvy left his mark on his founding firm, he also left an impact on the entire

advertising industry. His lasting impact continues on through advertising styles as

well. We will examine each of the areas of impact to further exemplify the imprint

that David Ogilvy truly had within advertising.

Philosophically Remodeled Campaign

As we move towards creating executions for our campaign, his legacy will

exemplify a more modern form through our work. Our group chose a technology

brand, OtterBox, as the brand in which we wanted to reposition by utilizing Ogilvys

styles and concepts of advertising. He believed advertising was a long-term

investment in brand building. In our case, a continuing story can help build the

brand. Thus, as an individual examines our work, they will see the investment in

brand building through our Agent O story line. By using Ogilvys methods our


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campaign for OtterBox phone cases will effectively reach our demographic. Our

demographic consist of the klutzy, spontaneous, chaotic, and graceless individuals

who have broken a device or valuable due to their active lifestyle.

Societal and Industrial Context

a) Key political, social, economic, or cultural events (1940s-1960s)o WWII

Ogilvy worked for the British Intelligence Service at the Britishembassy in D.C.

Made recommendations for diplomacy and security of U.S.

Women fill the role of men while they fight overseas

Huge war stimulus carries U.S. out of depressiono Post War Boom

Ogilvy sets up shop on Madison Ave, 1949

Social Class in America book provides advertisers of new audiences

Television explosion- ads on TV

McCarthyism (Anti-communist sentiment)

40,000 mile interstate highway system

Soviet launches Sputniko Creative Revolution Historical Events

JFK has first televised debates against Nixon

Cuban Missile Crisis Civil Rights Act

JFK Assassination

Vietnam War Hippies

Land on moon 1b) Key Events within the Advertising Industry

i. Major Personalitieso four leading admen (Reeves, Burnett, Ogilvy and Bernback)

tools being used included: scientific research, simple repetition, goodol days references alluding to prewar and pre depression,

streamlined product forms and headline typefaces, literalrepresentations, realism over expressionism, pop art

shift away from product features towards product image andpersonality

Ogilvy utilized unique hooks to capture attention, straightforward,low key concept

1Sivulka, 1998


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o Fabulous Fifties catching up enjoying post war family life

major purchasing of automobiles, houses, appliances

demobilization at reconversion GI Bill- education and jobs readily available 2

o

Keeping up with the Jones Conformity

Be like your neighbor

Concept of shortened life span of products

More money to spend

Teens spent it tooii. Significant Criticismso creative revolution defined the 1960s

their work in the 50s set up the seeds for flourishing in the open-minded 60s era

different buyers:

younger

more skeptical audienceo new ad minds and processes

agencies begin hiring Italians, Jews, and Greeks instead of WASP, ivyleague

Ogilvy now worked for a fee, instead of just commission based

American dream

Agency Biography

a) History of Companyi. Company founders

o David Ogilvy started the advertising agency Ogilvy & Mather in1948 without any clients and two staff.

ii. Corporate Philosophyo Advertising approach was unique for its time. The goal was to

create advertising that sells and the way to do thatis to build upstrong brands.

o In Confessions of an Advertising Man, David Ogilvy emphasizeswork ethic in leadership. As long as David Ogilvy worked hard, he

knew his employees would have no complaints about working justas hard. This work ethic translated into a cohesive agency thatvalued hard work and commitment.

o Ogilvy process: research the product, position the product, createa brand image, and have a big idea in order to attract the attentionof the consumers. Without a big idea, he argued, consumers would

2Sivulka, 1998


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simply overlook the advertising. The agency sometimes wrotelong copy ads that were informative and factual. 3

iii. Technological Advanceso Before Ogilvy founded his agency, he credits George Gallup as a

major source of influence on his thought process. It was here that

Ogilvy developed a practice for researching his product andconsumer before developing advertisements. This became acultural value shared at the agency.

iv. Trends Developed or Followedo Soft sell was an approach pioneered by Ogilvy that was based on

a revolutionary idea for its time. The consumer is not a moron.She is your wife. Try not to insult her intelligence, stated Ogilvy.

v. Impact on Advertising Industryo Ogilvy & Mather is considered to have started a creative revolution

in the 1960s when most of the style of advertising was droningand repetitious.

o

The 11 rules listed above are considered by chairman and chiefexecutive of BBDO Worldwide Allen Rosenshine to be a bible ofwhat constitutes good and bad advertising.

o Over 600,000 copies of Confessions of an Advertising Man in 11different languages have been sold.

o Ogilvy is also credited with bringing some sense of stability to thesomewhat chaotic creative process of advertising, mixing the artof creativity with a certain amount of science and right-brainthinking. 4

b) Scope of Businessi. Major Clients

o

American Express, Sears, Ford, Shell, Ponds, Dove, Maxwell House,IBM, Kodak, Gillette, GlaxoSmithKline, Nestle, Mattel, and others.

ii. Major Campaignso Schweppes and the Commander Whitehead campaign describing

the product as having Schweppervescence.o The island of Puerto Rico and the advertising campaign designed

to lure tourists by depicting it as a tropical paradise.o Pepperidge Farms depicting a baker driving his horse-drawn

wagon along a country road.o One of Ogilvys favorite campaigns for Rolls Royce emphasizes the

quiet ride with an ad reading: At 60 miles an hour the loudest

noise in this new Rolls-Royce comes from the electric clock.o The man in the Hathaway shirt, which portrays an aristocratic

man with an eye patch leaving the reader to wonder whathappened to his eye. This ad transformed the then-obscureHathaway brand into one of the leading shirt manufacturers in the

3Ogilvy, 20044NYTimes, 2010


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United States. The ad went down in history as ranking 22ndonAdAge.coms Top 100 Advertising Campaigns.5

iii. Client Typeso Ogilvy & Mather didntfocus on specific industries; however their

selection of clients was documented in Confessions of an

Advertising Man. In Chapter 2, David Ogilvy describes a few rulesthat are used to determine which clients he would and would notadvertised for.

o Examples of rules for selecting clients: Only advertise forcompanies whose products you are happy to associate with; dontwork with clients who have better advertising than you can offer;ensure both parties make money in the advertising campaign. 6

c) Major Agency Competitorso Rubicam and Young, Leo Burnett, Doyle Dane Bernbach (DDB),

Ted Bates & Co., and Barton Durstine Osborn & Batten (BBDO).

Individual Biography

a) Entry into Advertisingo At age 17, he applied for a job as an advertising manager at

Libertys, the fabric shop in London.7 However, the official mark ofOgilvys entry into advertising was after he wrote the guide forAga salesmen in 1935. He sold so many Aga cooer stoves that thecompany commissioned him to write a manual for theenlightenment of the other salesmen.

o Once he sent a copy of the manual to his brother Francis at Mather

& Crowther, a London agency, he was hired in 1938.8According tothe Ogilvy & Mather website, fortune magazine called it "probablythe best sales manual ever written.

i. Other Career Choices or Possible Directionso Though David Ogilvy dropped out of Oxford's Christ Church

College at a young age, he was able to make an impactful mark inthe advertising industry. David Ogilvy had various directions hecould have taking during his career.

o He was a social worker in Edinburgh slums, chef in Paris working65-hour weeks in the Hotel Majestics kitchens for only $7, andreturned to England at 24 to be a door to door sales man for the

Aga cooker stove.9He was also an associate of Dr. Gallup inresearch for the motion picture industry, an assistant to Sir

5NYTimes, 20106Ogilvy, 20047Ogilvy, 19868Ogilvy, 19789Danzig, 1999


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William Stephenson in British Security Co-ordination, and afarmer in Pennsylvania.10

ii. Initial Agency Patho In September 1948, he opened a British advertising agency in New

York. He put up $6,000 to get started. Meanwhile in London,

Francis Ogilvy persuaded his Mather & Crowley partners to investin David'scompany.11

o Therefore, he founded the New York-based ad agency Hewitt,Ogilvy, Benson & Mather (which eventually became Ogilvy &Mather Worldwide), with the financial backing of London agencyMather & Crowther.12

iii. Initial Job Roleso He was a copywriter, chairman of Ogilvy &Mather's U.S.

operations, and a creative director at Ogilvy & Mather.b) Timeline of Career Highlights

i. New Advertising or Marketing Styles

o

In 1938, Ogilvy emigrated to the United States. In 1939, he washired by research guru George Gallup. He worked at the Gallup'sAudience Research Institute in New Jersey. Ogilvy cites Gallup asone of the major influences on his thinking, emphasizingmeticulous research methods and adherence to reality. Whenworking at the Gallup's Audience Research Institute,Ogilvy pretested screenplays, forecast trends, gauged movie stars'popularity and, along the way, learned about his adoptedcountry.13He later joined the war effort in Washington as a Britishsecret-service officer.

o In 1953, he popularized the concept of brand image. The quick-

sale, hard-sell style was out; advertising was a long-terminvestment in brand building.

o To this day he is a powerful influence on young up-and-comingadvertisers through his bestselling books, Confessions of anAdvertising Man in 1963 and Ogilvy on Advertising in 1983.

o According to the Ogilvy & Mather website, he was elected to the USAdvertising Hall of Fame in 1977 and to France's "Order of Artsand Letters" in 1990. It also stated that he died in 1999 and isremembered as one of the few people to have shaped 20th centuryadvertising.

c) Interest Beyond Advertisingo

His interests beyond advertising consisted of wanting to become aprime minister when he grew up and wanting to become a

10Ogilvy, 196311Danzig, 199912Danzig, 199913Danzig, 1998


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professor of History at Oxford. However, in 1960 he became adirector of the New York Philharmonic orchestra.14

Signature Advertising Campaigns

a) Description of Advertising Philosophyo David Ogilvy outlines his advertising philosophy distinctively in

his book, Confessions of an Advertising Man.Ogilvy lays out 11rules from his book that are important in order to plan a greatcampaign. They are as follows: What you say is more important than how you say it: the

information you give is more important to the consumer thanthe way you present it.

Unless your campaign is built around a great idea, it will flop:in order for people to be affected by the advertising, it has to

be something new original. Give the facts: information about the product is more

important than persuading the consumer with adjectives.

You cannot bore people in buying: in order for anadvertisement to be effective, it must make the consumerwant to read what it has to say.

Be well-mannered, but dont clown: bad-manneredadvertisements do not sell products, but advertisementsshould not always be funny and comic either.

Make your advertising contemporary: make sure that you arecurrent with advertising and the information and ads willappeal to the current demographic.

Committees can criticize advertisements, but they cannot

write them: good advertising cannot be a committee effort; itmust be the effort of the individuals who understand theproduct the best.

If you are lucky enough to write a good advertisement, repeat

it until it stops pulling: do not stop an advertisement justbecause you are tired of it, if it is still selling the product,continue to run it.

Never write an advertisement which you wouldnt want your

own family to read: be honest and truthful with your ads, donot try to manipulate your readers. The image and the brand: all ads should contribute something

useful to the image and the brand the company is trying tosell.

14Ogilvy, 1978


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Dont be a copy-cat: any time an agency copies anotheragencies ad, it is showing that it is an inferior company, andwill lose the respect of others.15

b) Major Campaigns/ Signature Advertisements

o

The Man in the Hathaway Shirt, One of the most well know and highly praised campaigns

The Man in the Hathaway Shirt. This Ad used the elementsof image and copy and contained a continuing character andstory.

o The Man from Schweppes is here,o At 60 miles an hour the loudest noise in this new Rolls-Royce comes

from the electric clocko Pablo Casals is coming home-to Puerto Rico

Historical Significance/Contributionsa) Impact at Agency

o Built agency on principle that the function of advertising is to selland that successful advertising for any product is based oninformation about its consumer

Ogilvy understood the focus of advertising and that in order toreach the consumer; you had to be sensitive to the consumer.

Desire to build upon honestyo Focused on building brand-name recognition, and featured

lengthy, informative, benefit-oriented copy and eye-catchingpeople or symbols

Establishing these traits made Ogilvy stand out from thoseduring his time and worked toward his success in advertising.

o Resigned accounts when he lost confidence in a product Furthermore establishes his respect for the business of

advertising and how greatly he valued his contribution an adaccount.

b) Impact on Advertising Industryo Trailblazero Pioneered a fee system16

Unlike the traditional ways before that worked around

commission Ogilvy saw fit to steer away from this method to bring forth

options in the way people were paid.17o Ability to establish brand image and brand recognition.

15Ogilvy, 196316Ogilvy & Mather, 201017Ad Age, 1999


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These distinctions had such an impact on the advertisingindustry because it gave brands character and increasedpopularity

Sparked competition among competitors to use similar tacticsto elicit the same response.

c)

Impact on Advertising Styleso Emphasis on fact-based & hard copy

Ogilvy was not about fluffing in his methods of advertising.

Ogilvy had a respect for the consumer and understood that fora consumer to be receptive it was necessary to come offrealistic and genuine.

o Had a strong emphasis on the "BIG IDEA"18

Believed it was necessary to create something big about thatbrand that would make any consumer receptive.

One of Ogilvys strong points as it established distinctnessamong various brand

o

Approach to advertising that regarded the consumer as anintelligent buyer19 Remained most important in any brand client he took on.

Strayed from taking the opportunity to betray the consumerstrust.

Philosophically Remodeled Ad Campaign

a) Company Analysisi. Owners of brand:Original founder/creator Curt Richardsonii.

Created brand in 1998/ inspired to be fun, creative & hard working.Strong connection/association with Colorado (founded state)

iii. Name of brand:OtterBox originally an emphasis on water proof case.Name originated from the fact that otters have water proof fur.

iv. Brand mission:Very team oriented, easy going, relaxed and natureinvolved. Also close association with activity due large Coloradonature influence. (biking, hiking, running, camping, kayaking, boating,skiing, snowboarding, etc.)

v.

Care about community and consumer feedback:

vi. Community link:o

Otter cares foundationo Product Donationo Newslettero Upcoming events

b) Market Analysis

18Advertising Age, 201019Spotlight Ideas, 2010


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i. Phone cases and phone accessoriesii. Market:Growing; constantly new phones coming out; companies have

to make models to fit new devices; need to fit trends of styles anddesigns.

iii. Trends:Blackberry, iPhone, Driod, iPad, Evo

o

A need to make phone accessories/cases geared towards thesemodels

iv. To stay relevant within the market OtterBox will need offer variety,feasible models as well as models to fit changing phone devices.Evolves as phone market evolves.

c) Consumer Analysisi. The product will be primary purchased by the consumers who are

keeping up with the latest trends in technology. According to theofficial website, Our cases are dedicated to all the klutzy,spontaneous, chaotic, graceless individuals who have broken a deviceor valuable due to their active lifestyle and like our customers, we've

been there too! So the product is marketed towards the accident-prone individual.

ii. The product may be purchased as a gift, work, and personal use aswell. The consumer satisfies their need for a durable phone case thatwill protect their sometimes rather large investment in an advancedsmart phone

iii. The product will most likely be purchased at any time of the year;however Holidays may result in higher purchases. Consumerspurchase expensive phones so their motivations to buy the productresult from their desire to want the best quality case to protect theirexpensive phones. Consumer attitudes towards the product are

extremely positive. They feel as if they are protecting their investmentby purchasing this phone.

d) Brand Analysisi. OtterBox is in the case market in which its known for providing

protective solutions for leading global handheld manufactures,wireless carriers and distributors. OtterBox segments are businessesprofessionals and everyday individuals who maintain high standardsfor insuring their technical devices are protected. The critical factorsimportant to the product are that their cases are dedicated to all theklutzy, spontaneous, chaotic, graceless individuals who have broken adevice or valuable due to their active lifestyle. It emphasizes its

durability and protection for individuals who use their technicaldevices every day, in the office, outdoors and around town.

ii. The OtterBox cases come in three series. These are the Defender,Commuter, and Impact series. The defender case is a multi-layer casethat completely encloses a device and withstands any environment.The Defender Series case is rugged, essential smart phone protection.This case is made of a clear protective membrane, high-impactpolycarbonate shell and durable silicone. It provides added protection


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against scratches, dust, drops, bumps and shock. The CommuterSeries case is a stylish, sleek and tough case that prevents potentialdamage from a demanding lifestyle. Its a slim and tough protectivecase made of a durable silicone mid-layer and a one-piece, custom-molded polycarbonate shell. Its smooth finish allows it to slide easily

in and out of pockets. This case provides added protection againstscratches bumps and shock. Finally, the Impact Series case is adurable simple silicone skin that absorbs impact and deflects bumpsand dings. This series is their simplest protective solution made ofcompression molded silicone with innovative inner coring thatabsorbs impact. The silicone shields from lint and has texturing thatprovides a non-slick grippy-nessfactor. The brand is different fromits competitors in the fact that it doesnt focus on stylish cases, yet itmain impact is to provide quality protection for customers valuabledevices.

iii. They provided a lot of case options such as Apple, Blackberry, Dell,

Google, HP, HTC, LG, Motorola, Nokia, Palm, Samsung, Sony, Trimble,Waterproof and Bargain cases. With all these case options the productmay be expected to offer different styles for their cases. However, theweakness for the product is that the cases are bulky and basic in style.Yet, the purpose of the cases isnt for visual beauty, but formaintaining the durability of a customers technical device throughquality protection. This product solves problems for customers whothink their cases are protected by the aesthetically pleasing casescompetitors offer. Competitors do offer a safeguard that protects thescreen from scratches but thats not protecting the entire device likeOtterBox. Thus, the brands point of differentiation is its high quality

protection. That is their competitive advantage.e) Competitive Market

i. OtterBox is in competition with the upper echelon of iPhone cases.Tech Blogger Mark Knowles listed it in his top 5 favorite cases listalong with Aircraft, Speck, Scosche, and DLO products respectively.Apple outsources its case provider to Incase, which has the highestpopularity in customer purchase habits and satisfaction on Apple.com.Apple also outsources its casing to Belkin, Griffin, and Speck. Otter is a3rdparty dealer as well, but does not have a relationship with apple tohave presence on their website.

ii. The comparative advantage for OtterBox lies in its unparalleled

durability. It is unrivaled in the market in terms of being waterproofand withstanding damage; however it is bulkier than other cases.Through Amazon, they are ranked #3 in the cell phone accessoriescategory.

f) Advertising Strategyi. Target group - We are targeting young consumers of mobile devices

who consider their lives to be chaotic, klutzy, and spontaneous. These


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individuals have experienced the pain of dropping or scratching theirphone, which may damage or completely destroy the devices that arevery expensive to replace. They are often in situations that place theircell phones at risk of danger, such as construction workers, collegestudents who are biking and running around campus, military

personnel, tourists, and sports enthusiasts.ii. Proposition Our communication will be two-fold. On one hand, we

want to communicate our product offering by showing that it isdurable and strong in a wide array of situations. For example, our adsportray people in situations where they normally would not carry oruse a cell phone. These examples include rock climbing, surfing, andskydiving. These are all dangerous situations, which may reflect thelifestyle of the target group, however the use of the phone suggeststhat the phone is not in danger because its en cased in our protectiveproduct the OtterBox. One ad portrays a female British MI5 agentrock-climbing while talking on the phone. This suggests some

mystery because we dont fully explain the context of the situation(people know this woman is in the MI5, but they dont know exactlywhat she does and they are unsure of why she is using her cell phonewhile rock climbing).

iii. Role of the advertising Just as with the Hathaway campaign, wewant to instill a curiosity in the consumer. We want them to researchAgent O and understand who she is, what shes doing, and why shesusing her cell phone so casually in extreme situations. We hope thiswill lead them to talk to their friends about the humorous andmysterious ads, which will fuel further sales of the product line. Wewant people to positively perceive the advertising campaign and the

product as one that survives extreme conditions.g) Creative executions attached below.

Radio Script

The purpose of this thirty-second radio spot was to show the consumers how

the OtterBox phone case uniquely protects our most valuable possession. Creating

this radio spot in a mysterious and adventurous setting was ideal simply because

our targeted consumers are those who are technology savvy and looking for ways to

protect their phones from water damage, dings, bumps, and scratches. For the most

part learning the quality and product features through a mysterious character grabs


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the attention of the audience. It also, captivates the ideal of brand building when

communicating the same message used in our print advertisement. The message So

feel safe. Agent O does. was very important to connecting our consumers to the

ideal of quality durability and protection to the product.

Print Ad

When designing these ads, we considered what Ogilvy would do if he were to

design these ads in the 21stcentury. We know Ogilvy used the continuing story to

create a compelling campaign for the Man in the Hathaway Shirt, so we wanted to

take the same approach. We used techniques such as mystery and humor to connect

with our audience. For example, in the first advertisement we chose a female

British MI-6 agent to demonstrate the durable attributes of the product. The viewer

does not fully understand who the person in the advertisement is and may seek out

additional information or discuss this in conversations with their friends. David

Ogilvy also achieved these same affects through his Hathaway campaign by using a

mysterious central figure and placing him in different settings. We also were able to

communicate the strength and durability of the product by putting the agent in

extreme settings, such as swimming (water-proof), mountain climbing (long drops,

scratches), and skydiving (dents and scratches).


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Radio Script:

OTTERBOX PHONE CASES: 30 Radio

SFX: JAMES BOND THEME MUSIC

SHORT AND FADE UNDER

ANNCR: Agent O is out on the prowl withher cell phone. Climbing thesteepest hills and swimming in thedepths of the ocean. But, why isshe so spontaneous? Better yet,why does she have her cell phone?

SFX: JAMES BOND THEME MUSIC

SFX: MUSIC OUT

ANNCR: Its because she knows that withan Otter Box Case qualityprotection will be guaranteed.

SFX: JAMES BOND THEME MUSICLONG AND FADE UNDER

ANNCR: The OtterBox phone case providescustomers with the highest

standards of satisfaction and apromise: to provide unparalleleddurability and unrivetedprotection. So feel safe. Agent Odoes.

SFX: MUSIC OUT

ANNCR: To purchase your OtterBox casevisit www.otterbox.com today!


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Print Ads:

a)


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b)


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c)


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Bibliography

Bibliography (Jared)

Hays, Constance L. "David Ogilvy, 88, Father of Soft Sell In Advertising, Dies -

Obituary; Biography - NYTimes.com." The New York Times - Breaking News,

World News & Multimedia. N.p., n.d. Web. 9 Oct. 2010.

.

"Ogilvy & Mather." Ogilvy & Mather. N.p., n.d. Web. 8 Oct. 2010. .

Ogilvy, David. Confessions of an Advertising Man. New Ed ed. New York: Southbank

Publishing, 2004. Print.

Bibliography (Marie)

Danzig, Fred. David Ogilvy: The last giant. (cover story).Advertising Age; Vol. 70Issue 31, p1-46, 4p, (1999).

Danzig, Fred. Fromfailed farmer to advertising legend.Advertising Age; Vol. 69Issue 38, pc25-c25, 1p, (1998). .

McDonough, John. Ogilvy& Matherat50.Advertising Age; Vol. 69 Issue 38, pc1-c1,4p, (1998)

Ogilvy, David. The unpublished David Ogilvy. New York: Crown, c1986.

Ogilvy, David. DAVID OGILVY An Autobiography. Great Britain: Hamish Hamilton,1978.

Ogilvy, David. CONFESSIONS OF AN ADVERTISING MAN. Canada: McClelland &Stewart Ltd., 1963.

Ogilvy & Mather. Ogivly & Mather David Ogilvy..


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Bibliography (Brandon)

"Confessions of an Adverting Man (paperback)." Amazon.com. 2006. Amazon.com.17 Jul 2006 ..

Bibliography (Howie)

Sivulka, Juliann. Soap, Sex, and Cigarettes: a Cultural History of American Advertising.Belmont, CA: Wadsworth Pub., 1998. Print.

Bibliography (Ariel)

David Ogilvy (1911-1999), Ad Age, accessed November 4, 2010.

David Ogilvy, Ogilvy & Mather, accessed November 3, 2010

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David Ogilvy: The Last Giant Creative Titan: Legendary Adman revered for

Humanity, Advertising Age, accessed November 4, 2010..

Legends of Advertising: David Ogilvy, Spotlight Ideas, accessed November 4, 2010

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Documents

Final Project-David Ogilvy